Staff at Solihull jewellers Fraser Hart are celebrating a sparkling success after a visit by mystery shoppers to their store helped clinch a national award.
After the visit, the company was declared Multiple Retailer of the Year by specialist trade magazine Retail Jeweller which runs the UK Jewellery Awards, beating many well-known high street names to the title.
Fraser Hart, based in Touchwood, is part of a family-owned 31-strong chain of jewellery stores.
It is the second time that the company has been named Multiple Retailer of the Year, winning the title previously in 2003.
The judges take into account factors such as layout of the shops and the range of stock carried but most important is the quality of the service offered.
Fraser Hart's chief executive Clive Hill said: "We place great emphasis on customer service in our staff training and do our best to make our stores attractive and welcoming places to shop and we are delighted that our efforts have been recognised in this way."
The company was applauded for "making the customer feel special no matter how much they are spending".
Touchwood branch manager Mark Rypma said: "When people buy any piece of jewellery it is always an important occasion, whether they are choosing an engagement ring or a gift to mark a special occasion. It is our job to help them and to make them feel totally confident."